Why are Explainer Videos Vital in Digital Marketing?

Explainer Videos

As a leading animation company in Kenya that has been around since 2017, Growthpad Digital sees massive potential for explainer videos in digital marketing for the next 10 years.

An explainer video comes in a complete package that combines moving text, graphics, animation, still images, and any other format of communications you’d like to use to describe your business. It helps strengthens your company:

  • Online presence
  • Brand awareness
  • Social media engagement
  • Build stronger brand affiliation and reveal company personality

With a faster internet connection and the rapid growth of social media in Kenya, videos have become a ubiquitous part of our daily lives.

Incorporating explainer videos is an excellent way to assist potential buyers without having them read a lump of text. Hence it is crucial to convert your content into a visual format.

Videos have quickly shifted the digital marketing landscape in Kenya while changing the way customers engage with products.

As a matter of fact, 68% of people most prefer a short video to learn about a new product or service than any other text-based user manuals.

Video Marketing in Kenya

Explainer videos are probably the most powerful narrative form in digital advertising. The first thirty seconds define whether the potential customer is interested in your offering and will continue listening to your brand message. Thirty seconds of an engaging video can be packed with more value to a target audience than any other type of content. The brand’s main challenge is to leverage this time as effectively as possible.

So, why do Explainer Videos Have a Bright Future in Digital Marketing?

  1. Explainer videos are one of the most effective types of videos.
  2. Explainer videos are becoming more popular
  3. Google loves explainer videos.
  4. Video consumption is increasing


  1. Explainer videos are one of the most effective types of videos.

According to statistics from MWP Digital Media, explainer videos are also one of the 3 most effective types of video content:

Explainer Videos


Why Explainer Videos Are Effective

  1. Get Straight to the Point
  2. You’re Able to Reach People Through Storytelling
  3. Explainer Videos are Practical
  4. Videos Improve Conversion Rates
  5. Video Go Viral
  6. Explainer Videos Provide Unparalleled Access
  7. Explainer Videos are Affordable

2.  Explainer videos are becoming more popular

It’s easy to guess why they are so popular: They deliver the best sales pitch, every time.But their popularity doesn’t stop there: 95% of people have watched an explainer video to learn more about a product or service –that’s almost everyone!The reason they are so popular is that they work. They boost online visibility, build brand awareness, and improve conversions and sales… They do so much that it will be best if we break it down point by point. How to Recognize an Explainer Video.You might wonder, How can I use explainer videos to get the most out of them? 

  • Explainer videos are short: Specifically, in 90 seconds or less.
  • They’re simple: They communicate a message in a simple and concise way
  • They use animated characters: With the use of animated characters, explainer videos have a good dose of humor and personality.
  • Meet the audience’s needs: With explainer videos, the most important thing is to focus on the audience and their problems, so they can feel that you’re directing your message to them, and feel identified with your company.
  • They generate brand recognition: By representing your company in every second of the video, using your brand colors and overall spirit.

Where to use explainer Videos: Buyer’s Journey

So, where do Explainer Videos best fit in your buyer’s journey? You must understand that the buyer’s journey is every step your prospect goes through before they make a purchase.

Video content (in general) is extremely important in every step of the buyer’s journey –and explainer videos are no exception.

As a matter of fact, explainer videos work great for the middle stage of the journey, the consideration stage: the one in which your potential buyer is gathering information about the various vendors that are capable of meeting their needs.

This means that, when you introduce an animated sales video to your potential buyers in this stage, you’re using them as a way to nurture your leads and educate them about what your brand can do for them.

By doing this, you’ll be considered as one of the best alternatives in the market, and they’ll surely remember you when they make the purchase decision, at the final stage.

Note: Your explainer video has to be 100% customized.

No excuses when it comes to this. It cannot be made out of video snippets from other videos. It can’t be generic. It can’t use any color or any character or have a script that could belong to any other brand.


3. Google Loves Explainer Videos.

Consumers love video content. The number of online video views increases exponentially year-on-year. Google acknowledges the power of video by consistently ranking this media where it is most visible in search results. Google is intent on providing end-users the best results that match their search query. Furthermore, the search engine giant knows that video content is so popular with consumers the company has dedicated the media format to its very own filter.Consumers actively search for videos by including specific terms in search criteria. Queries that generate video content typically include one of the following:

  • [keyword] video clips
  • how to [keyword]
  • [keyword] tutorial
  • [title] video game review
  • Tour of [city]
  • [movie title] review

Small businesses in Kenya that struggle for online visibility should seriously be considering publishing the online video. Not only is video content that most popular media consumed on the internet, but it is also favored by search engines and enables you to reach a wider audience.


4. Video Consumption is Increasing. 

More and more video content is being watched now than ever before. By 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017.  Studies show that 54% of consumers want to see more video content from a brand or business they support (HubSpot, 2018). When it comes down to Return On Investment,  88% of video marketers are satisfied with the ROI of their video marketing efforts on social media (Animoto, 2018). The same report shows us that 80% of marketers also claim to be satisfied by the ROI of video ads that they have posted to social media.


With the mentioned reasons above, it’s never too late to market your business using an explainer video — if you haven’t already!  Get in touch with us at Growthpad Digital Consulting- Call us on +254721314242 or Email: [email protected] and we will help you get started on your Explainer/ Animation Video or Video Marketing Video.

Growthpad Digital Consulting
Growthpad Digital Consulting
We are a digital media and tech consulting firm headquartered in Nairobi, Kenya, with operations across East Africa. E: [email protected]   P: +254 701 850 850

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